the global mobile report: how multi-platform audiences & engagement comparte in the us, canada, uk and beyond. Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015.
Multi-Platform Overview
Demographics
Content Categories
Media
Summary & Key Findings
Content Categories
Media
Summary & Key Findings
The importance of de-duplicating platform audiences
Multi-Platform Overview
Share of Digital Media Time: Platforms
Share of Digital Media Time: Access Method
Demographics
Demographic Analysis: Total Digital Audience Composition
Demographics’ Share of Time Spent by Platform
Smartphone Platform Market Share by Market
Total Digital Media Hours Spent per Visitor by Market
Smartphone Penetration of Mobile Phone Owners by Market
Summary: Demographics
•Millennials are the most mobile. 18-34 year-olds exhibit the highest propensity to spend their internet time on mobile – particularly smartphones – a demographic skew that is true across all three markets.
•Millennials’ mobile activity is driven by their smartphone preferences. 18-34 year-olds have the highest smartphone penetration of 90%+ across the board, and they are more likely than older age groups to use iPhones.
•Mobile trumps desktop across demographics. In virtually every case, mobile outpaces desktop for digital media time spent. With one key exception: Canadians Age 35+ still slightly prefer desktop.
•Millennials’ mobile activity is driven by their smartphone preferences. 18-34 year-olds have the highest smartphone penetration of 90%+ across the board, and they are more likely than older age groups to use iPhones.
•Mobile trumps desktop across demographics. In virtually every case, mobile outpaces desktop for digital media time spent. With one key exception: Canadians Age 35+ still slightly prefer desktop.
Content Categories
Share of Category Digital Time Spent by Market
Category Visitation Incidence by Market
Categories that over-index for mobile minutes
Social Media Time Comparison
Summary: Content Categories
•Social and Entertainment drive the highest multi-platform engagement. Across the US, Canada and UK, Social Networking and Entertainment combine to account for about 40% of total digital media time spent.
•Content category penetration can vary widely by market. US has highest tendency to access Maps and Health content; Canada has much higher penetration of online banking; UK loves its digital newspapers.
•Gaming, Coupons, Photos, IM are among the ‘Most Mobile’ categories. Each market boasted these content categories among their most heavily driven by mobile. Mobile is for entertainment, sharing, communicating and other on-the-go utilities.
•Content category penetration can vary widely by market. US has highest tendency to access Maps and Health content; Canada has much higher penetration of online banking; UK loves its digital newspapers.
•Gaming, Coupons, Photos, IM are among the ‘Most Mobile’ categories. Each market boasted these content categories among their most heavily driven by mobile. Mobile is for entertainment, sharing, communicating and other on-the-go utilities.
Media
Ranking of Top 10 Digital Media Properties by Market
Ranking of 13 Properties Featuring in All Three Top 20s
Ranking of ‘Most Mobile’ Properties Among Top 100
Avg. Mobile-Only Audience For Top 100 Digital Properties
Average Desktop vs. Total Digital Audience Reach
Properties with > 20% Reach among Total Digital Population
AOL’s Total Global Digital Audience
Mashable’s Total Global Digital Audience
Summary: Media
•Mobile expands media property’s audiences – by a lot. Top media properties often expand their desktop audience by 30% or more when accounting for mobile. The wide majority of their audiences now visit via mobile.
•Mobile-only audiences are too large to ignore. An average of 30-50% of major digital media properties now visit only via mobile. And some mobile-first companies can see 90%+ of their audience be mobile-only.
•Global multi-platform reporting sheds light on uncounted audiences. Media companies using global multi-platform measurement can provide a complete, unduplicated view of their audience across platforms to demonstrate the full size and value of their audience to advertisers.
•Mobile-only audiences are too large to ignore. An average of 30-50% of major digital media properties now visit only via mobile. And some mobile-first companies can see 90%+ of their audience be mobile-only.
•Global multi-platform reporting sheds light on uncounted audiences. Media companies using global multi-platform measurement can provide a complete, unduplicated view of their audience across platforms to demonstrate the full size and value of their audience to advertisers.
Summary & Key Findings
Key Takeaways
Developed internet markets like the US, Canada and UK are now mobile-firstin terms of digital consumer behaviour.
With half or more of digital media time now happening on smartphones and tablets and many users only accessing content via mobile, the time has come to shift to a mobile-first mindset. But also important to remember that desktop has not declined.
Millennials are leading the shift to mobile through their high smartphone penetration and engagement.
More than 9 in 10 Millennials have smartphones and they use them extensively, spending an average of 50-100% more time on mobile than on desktop today.
Media content is shifting very quickly to mobile, but some is shifting much more quickly than others.
Content categories like Maps, Weather, Photos and Social are mobile-dominant today. Many leading and up-and-coming media companies like Facebook, Twitter, Snapchat and Buzzfeed rely heavily on mobile to drive audiences and engagement.
With half or more of digital media time now happening on smartphones and tablets and many users only accessing content via mobile, the time has come to shift to a mobile-first mindset. But also important to remember that desktop has not declined.
Millennials are leading the shift to mobile through their high smartphone penetration and engagement.
More than 9 in 10 Millennials have smartphones and they use them extensively, spending an average of 50-100% more time on mobile than on desktop today.
Media content is shifting very quickly to mobile, but some is shifting much more quickly than others.
Content categories like Maps, Weather, Photos and Social are mobile-dominant today. Many leading and up-and-coming media companies like Facebook, Twitter, Snapchat and Buzzfeed rely heavily on mobile to drive audiences and engagement.
